HUDSON’S BAY BEAUTY DEPARTMENT REBRAND
A fresh take on a classic space — where beauty is yours to define.
When I first joined Hudson’s Bay, I, like many, thought of the beauty department as a place my mom or grandma might shop. You know what I didn’t expect? Designer and indie fragrance brands like Margiela and Skylar. The latest in hair care, from Olaplex to Moroccan Oil. Skincare items that would make even the most trend-conscious consumer swoon. Here were all the cult-favorite, clean, and high-performance brands you’d expect to find at Sephora or Ulta… quietly sitting on Bay shelves. So why weren’t we shouting about it? This rebrand began with that exact insight:
Hudson’s Bay was already carrying the goods, it just needed a new story to tell.
-
Hudson’s Bay’s beauty department carried an incredible range of brands — from cult favorites like Olaplex and Margiela to heritage staples — but the perception was dated. Shoppers associated it with an older, more traditional audience, overlooking its relevance in a modern, trend-driven beauty market.
The rebrand transformed this hidden gem into an inclusive, joy-driven destination where emerging and iconic brands could live side-by-side. We created a fresh identity and visual world that spoke to all ages, genders, and styles, positioning Hudson’s Bay Beauty as a space to explore beauty on your own terms. The result was a revitalized department that attracted a younger audience without alienating loyal customers — reintroducing the Bay as a place for discovery, play, and self-expression.
-
As lead creative, I developed the rebrand strategy and art direction from the ground up. I:
Crafted a new logo inspired by archival Bay marks, paired with modern typography and a pastel-forward palette.
Defined a bright, youthful visual system rooted in warmth and accessibility.
Directed photography that celebrated diverse ages, skin tones, textures, and beauty expressions.
Developed messaging that shifted the tone from “flawless” to “authentic,” encouraging personal discovery over perfection.
By combining heritage nods with a vibrant, inclusive creative system, I reshaped the department’s perception — elevating it from “traditional” to a modern, all-welcome beauty destination.